Automakers face off over pickup buyers

A brewing truck war is resulting in some big discounts for pickup buyers as automakers work hard to keep their sales numbers afloat.

Japan's Big Three — Toyota (TM), Honda (HMC) and Nissan (NSANY)— reported healthy sales gains in March, while Detroit's Big Three — General Motors (GM), Ford Motor (F) and DaimlerChrysler (DCX)— reported declines. Domestic makers all pointed to planned declines in sales of low-profit fleet vehicles as the major reason.

But the real fight, both last month and now, is for pickup buyers. GM, Ford and Chrysler Group are trying to fend off a challenge in the full-size segment from Toyota's redesigned Tundra, which was launched this year with a lavish advertising campaign.